Hyundai "Show Your Loyalty" College Football Campaign

Advantage developed Hyundai's "Show Your Loyalty" campaign, which was the 2014 Gold Ex Award winner for "Best Activation of a Sports Sponsorship."

Objective

Hyundai wanted to generate awareness and purchase consideration of key models while improving brand opinion.

Process

Advantage leveraged a correlation between Hyundai's "#1 in Customer Loyalty" claim with the passion and loyalty of college football fans by developing a sponsorship with 17 top-tier college football programs around the thematic of "Show Your Loyalty."

Advantage created a hyper-localized mobile experience called the "Hyundai Field House," which visited each market.

The agency also developed a web series with online food network, Tastemade, called "The Grill Iron," which was filmed in conjunction with the "Hyundai Field House" and broadcast on YouTube.

Results

The campaign generated 5.4 million YouTube views and 2.3 million onsite/social media impressions during 115 onsite activation days.

65% of onsite consumers stated they "are likely to consider purchasing a Hyundai vehicle" after experiencing the "Hyundai Field House."